Showing off both a new way to do business online and the back catalog on the product, the edit-heavy Tech to the People is irreverent and entertaining.
As we get flashes of Washington crossing the Delaware, overloaded by phones in the water and fists rising up behind him, Back Market offers a new way to get the tech you need. They don’t blame people for the lengths they’ll go to acquire these items (although the dancing baby-as-influencer is certainly entertaining), but they certainly don’t care about the billionaires’ feelings. Exclusively selling refurbished products, they’re using the nearly-religious Black Friday shopping holiday as an in for the American market.
There is a need for technology in everyday life; living off the grid is impossible for many and unfeasible for most, especially considering our plugged-in world. Equating Back Market with tech justice and social ethics irreverent, colorful, vibrant, and fast-paced film, Tech to the People is an ad that comes bearing a mission of peace. The gen-pastiche film was directed by Maxime Bruneel of 1st Ave Machine.